IMG sees Bradenton campus as 'jewel'

Thursday

Dec 19, 2013 at 5:01 PM

A senior company official says the blockbuster deal will significantly strengthen IMG's presence in Southwest Florida.

JOSH SALMAN

A top ranking official with IMG Worldwide said the company's new corporate owners will help capitalize the academy in Bradenton, allowing the school to continue plans for future growth and building upon its brand recognition.

One day after a $2.3 billion deal became official for William Morris Endeavor to acquire IMG Worldwide, a senior vice president and managing director of the company's performance division told the Herald-Tribune that IMG's Bradenton school is seen as a "jewel" in the eyes of the incoming owner.

Sam Zussman believes the blockbuster deal — merging two of the larger sports marketing and representation businesses in the country — will significantly strengthen IMG's presence in Southwest Florida.

"The Academy is going to be stronger — nothing will change in our plans in any way," Zussman said. "It will remain on the same course, on the same path and in the same location."

IMG Academy recently rolled out a brand refinement — consolidating all of the individually branded sports programs into one more unified name.

The athletic training school now serves 900 full-time students across eight sports at its massive campus on 34th Street West in Bradenton.

Another 10,000 campers make their way to the school annually, while 10,000 more youths from around the world participate in a sporting event hosted at IMG each year — bringing parents, siblings, and team staff along for the trip. Each of those visitors helps spur the regional economy.

Zussman compared the recognition of the academy to giants like Disney World and Harvard University. Even with a new owner, it would not make sense to risk that brand equity by changing the name or moving, he said.

Zussman also said the merger with William Morris Endeavor will strengthen IMG's capital to continue planned expansions at the school.

Blueprints during the next three to five years call for a new residence hall, student union, research building and classroom facilities. IMG also is expanding its sports offerings, recently adding programs for lacrosse, football, and track and field.

"Our investments speak for themselves," Zussman said. "It's my belief that our brands will remain as they are for the foreseeable future. They have equity, loyalty and authenticity."

Zussman told IMG's 650 local full-time employees at a recent town hall meeting that the Bradenton Academy was viewed as a crucial asset by William Morris when the company was formalizing its bid for IMG's parent.

He said the academy has long considered the potential to replicate its Bradenton training grounds at other campuses across the country.

IMG officials already have discussed those options with the new owner, but Zussman said any decision of that magnitude is likely to take some time given the corporate transition.

Industry watchers familiar with the merger also believe IMG positioned itself well for the future.

The campus has become one of the more profitable divisions for IMG — also creating a pipeline for the company's talent representation and marketing business.

"That academy is a feeding ground for professional athletes," Darren Heitner, a Miami attorney who focuses on sports and entertainment, said previously. "IMG Academy brings a lot of value, aside from just the income from the campus."